There are lots of things you can do to make the sale. They often are precisely the opposite of what you should do to generate word of mouth. I know, you can’t have word of mouth unless you have a sale, but a sale that leads to pain is hardly worth it.
My rule of thumb is this: every person you turn away because your product or service isn’t right for them turns into three great customers down the road. Every bad sale costs you five.
I couldn’t agree more.
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